Commerce media to drive one in four digital ad dollars

EMARKETER's Sarah Marzano says commerce media is on track to account for more than one in every four digital ad dollars, but the "easy money is gone" and the next phase requires moving up the funnel to offsite channels. "The biggest opportunity right now for anyone operating in the commerce media space is differentiation," she told Beet.TV, warning the established playbook is itself becoming a liability for networks that have not identified what sets them apart. (Beet.TV)